Email & CRM Marketing
Building Fan Journeys That Inspire Action
The Opportunity
With hundreds of events each year spanning concerts, comedy, family entertainment, and sporting events, email marketing plays a critical role in connecting fans with experiences they'll love. Rather than treating email as a transactional sales channel, I transformed it into an engagement platform that delivers personalized content, builds anticipation, and strengthens long-term relationships with our audience.
The Strategy
At Monumental Sports & Entertainment, I oversee the strategy, planning, and execution of our email marketing program, developing personalized customer journeys that guide fans from the first event announcement through purchase and beyond.
Every campaign begins with audience segmentation. Using demographic data, age, geography, and previous purchasing behavior, particularly genre preferences, we tailor messaging to deliver the most relevant events to each subscriber. Whether someone consistently attends country concerts, comedy shows, K-pop performances, or family entertainment, our email strategy ensures they receive content aligned with their interests.
Beyond segmentation, I developed lifecycle journeys that support every stage of the customer experience, including event announcements, presales, onsales, newsletters, insider communications, and last-chance reminders. Each touchpoint is designed to build excitement while maintaining a consistent and engaging brand voice.
To keep subscribers engaged between promotional moments, I introduced editorial-style content that extends beyond ticket sales. Our newsletters regularly feature artist spotlights, fan testimonials, user-generated content, exclusive giveaways, contests, venue experiences, and behind-the-scenes stories that create value even when subscribers aren't actively shopping for tickets.
Creative Campaigns
Some of our most successful email initiatives have centered around interactive fan experiences designed to encourage participation and strengthen community.
Adam Sandler Selfie Sweepstakes
Created an interactive contest inviting fans to recreate their best Adam Sandler-inspired look for the chance to win tickets, generating excitement and user-generated content while increasing awareness for the event.
Capital Concert Crew
Developed a campaign encouraging fans to nominate their concert crew and share who they'd bring to upcoming shows. By positioning concerts as shared experiences, the campaign drove engagement, generated first-party audience insights, and reinforced the social nature of live entertainment.
Seasonal Campaigns & Giveaways
Integrated contests, ticket giveaways, holiday promotions, and exclusive fan experiences into ongoing email communications to reward loyal subscribers and maintain engagement throughout the year.
Results
Our audience-first approach has transformed email into one of our most effective engagement channels.
Program Highlights
Achieved an average email open rate exceeding 80% across presale campaigns, significantly outperforming industry benchmarks.
Developed personalized customer journeys supporting announcements, presales, onsales, newsletters, insider messaging, and lifecycle communications.
Leveraged audience segmentation based on age, purchasing history, genre preferences, and engagement behavior to deliver highly relevant messaging.
Increased engagement by incorporating user-generated content, fan stories, giveaways, testimonials, contests, and artist-focused editorial content.
Supported ticket sales across more than 150 live events annually through integrated CRM campaigns.
Collaborated with creative, social, and digital marketing teams to ensure cohesive messaging across email, social media, paid media, and web experiences.
My Role
I lead the end-to-end email strategy, from campaign planning and audience segmentation to creative development, copywriting, journey mapping, testing, deployment, and performance reporting. Working closely with cross-functional teams, I ensure every email supports broader marketing objectives while delivering a personalized, engaging experience for fans.
Why It Worked
The success of our email program comes from treating subscribers like fans rather than customers. Instead of filling inboxes with constant sales messages, we deliver content that reflects their interests, celebrates the artists they love, and makes them feel like insiders. By combining thoughtful segmentation with creative storytelling and interactive experiences, we've built an email program that consistently drives engagement, strengthens loyalty, and turns anticipation into ticket purchases.
